Online Test Case

With Dynamic Logic, market research firm Millward Brown can now test online creative where it lives: online. Ad-testing software dubbed DigitalLink displays online creative assets to 100 consumers through various Web sites and poses questions to them, allowing advertisers a better impression of how their ads will perform across various demographics.

"We get the creative from the clients in advance, and we expose people to the creative in a lab environment," says Ken Mallon, vice president of product development at Dynamic Logic, which was acquired by Millward Brown in early 2005. Dynamic Logic recruits consumers from its own panel, and can also recruit from sites where ads will run, including sites such as Yahoo! or iVillage.